Cosmetic Procedures and Beauty Standards

A Reflection from a Gender Perspective

Abstract

Introduction: Aesthetics and the body have been debated throughout history; however, with the advancement of digital media, the dissemination of aesthetic standards has become more intense. Social media play a central role in this process by reinforcing beauty ideals that affect self-esteem and social relationships. This study aimed to analyze gender roles in relation to aesthetic procedures, investigating their influence on self-esteem and social interactions. Methodology: This is an exploratory, descriptive, and quantitative study conducted with 34 individuals who had undergone aesthetic procedures within the past two years. Participants were selected by convenience sampling and completed an online questionnaire disseminated via Instagram. Results: The findings indicated that 100% of participants believe that media-imposed beauty standards influence the pursuit of aesthetic procedures, while 97% reported that women experience greater social pressure to conform to beauty standards. In addition, 82% of respondents believe that some men avoid aesthetic procedures to prevent being labeled as metrosexual. Discussion: The results demonstrate that aesthetic procedures positively impact self-esteem and social relationships, reinforcing the notion that aesthetics goes beyond the pursuit of beauty and is associated with identity and belonging. However, aesthetic standardization may reinforce inequalities and negatively affect self-perception, particularly among women, whose appearance is often linked to social recognition. Conclusion: The study achieved its objective by demonstrating that the pursuit of aesthetic procedures is influenced by the media, beauty standards, and the desire for social acceptance. Despite its relevance, the study presents limitations, including the small sample size and the absence of a comparative analysis between individuals who have and have not undergone such procedures. Future research may adopt mixed-methods approaches to deepen the understanding of the relationship between aesthetics, self-esteem, and gender roles.